POSITION REPORT THE THING WE FEARED MOST – so much that we hardly dared talk about it – was a fourth Covid wave. As I write this, it has arrived early and with a vengeance, in the form of the Omicron variant. Our worst fears are coming to pass. Many aviation companies are still reeling under the repeated blows of the first three waves, so we have decided to give our hard pressed yet loyal advertisers a break by combining our December and January editions into one.
specifically commissioned interviews on the website and to market these via our market leading Facebook page. Thanks to Google and other search engines, and the reach of our Facebook pages, we are driving new readers to SA Flyer and FlightCom. But we haven’t forgotten our loyal core of long-time followers and subscribers. We are still reaching our long-standing readership base through ‘pushing’ a downloadable pdf version of the magazine to them by email. Furthermore, we have teamed with key industry organisations such as the Commercial Aviation Association of South Africa (CAASA) to email the magazine to all their members.
THE AVIATION Despite the indefatigable INDUSTRY efforts of our Wayne Wilson, our advertising revenues WILL BOOM are under pressure, so we accelerated the natural AS IT MAKES move away from print and into the digital-only space. UP FOR LOST This has had tremendous The digital version of the GROUND and unexpected benefits – magazine has had other most notably the circulation of SA Flyer and FlightCom has increased almost ten times, as people around the world access our unique and original content via our website, through search engine optimisation. Thanks to a partnership with Robin Rabec, we are also able to add benefit from the swing to a digital publication platform by including
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December / January 2021/22
great spin-offs, especially for advertisers. Most notably; we are able to include links to their marketing video material and have live website links to take readers directly to the advertiser’s website. In this way the reach and effectiveness of the clients’ adspend is vastly more efficient. But no matter how much better we have become at delivering value to our advertisers, the heart of any publication is always its content. Despite the sea change in the publishing industry, we remain true to our foundational
